Indian Institute of Management Kozhikode

Globalizing Indian Thought

PRODUCT STRATEGY
FOR BUSINESS SUCCESS
3 MONTHS, ONLINE
Overview

Product strategy is a necessity when planning the

launch, marketing and overall life cycle of a product.
It's importance in the growth of a business is
incalculable. A great strategy is the difference
Starts On
between a great business and a good business. September 15, 2021
To build excellent products that deliver value
throughout their life cycle, IIM Kozhikode has
launched the Product Strategy for Business Success
Duration
programme.
3 Months (4-5 hours/ week)
Designed to give you an end-to-end understanding
of a product's life cycle, the programme will help you
develop comprehensive product strategy skills, give Format
you an in-depth knowledge of product positioning
Online Video Lectures and
and branding, and marketing communication and
2 Live Sessions with Faculty
logistics to execute product strategy successfully.

Programme Fee
INR 71,750 + GST

Who is this Programme for?

This programme is ideal for professionals seeking to develop a product-centric mindset

and the ability to implement product strategies for business growth. The programme
would be beneficial for:
Professionals involved at any point or in any function in a product's life cycle
Professionals responsible for product or portfolio strategy
Professionals responsible for driving product development and/or focused on using
technology as a competitive differentiator
Programme Director

Atanu Adhikari
Programme Director & Professor,
Marketing Management
Indian Institute of Management Kozhikode

Professor Atanu Adhikari is a Commonwealth Academic Fellow to

London Business School UK, Visiting Researcher to Syracuse University
USA, PhD (ICFAI University with one year visiting programme at
Syracuse University, USA), an MBA (Gold Medallist, IISWBM, University
of Calcutta) and a BE (National Institute of Technology, Durgapur). He
is actively involved in scholarly academic research work, which has
been published in many national and international peer-reviewed
academic journals and presented in conferences. He has co-authored
several books published by leading international publishers and has
also authored several case studies that are published and distributed
by Ivey Publishing, Canada and Harvard Business Publishing, USA.
Over the last 15 years, Professor Adhikari has taught over 10,000 middle
and senior level managers from over 100 companies including several
Fortune 500 companies and large MNCs.

Programme Highlights

2 Live Sessions with Video Lectures Assignments

Programme Faculty and Demos and Discussions

Office Hours with Peer Learning Dedicated

an Industry Expert and Feedback Programme Support
Learning Outcomes

Define product strategy Identify tools to predict Evaluate operations and

and its characteristics a strategy's success planning to build
successful strategies.

Learn to analyse Identify market Build marketing and

competitor data to segments and effectively communications into
your advantage. target groups. strategies.

The programme on Product Strategy for Business Success is a

learning journey for participants rather than an event.
This programme helps participants to learn strategic business
tools and techniques of product management while engaging
in deep and meaningful interaction with an industry expert
on video content, case studies and assignments.
- Professor Atanu Adhikari, Programme Director, Marketing Management
Programme Modules

This interactive online programme will be spread across 3 months.

The programme will cover:

MODULE 1: Introduction to Product Strategy

What is a product and its types?

Product mix and product lines
Product lines
Define Product Strategy
Characteristics of Product Strategy
Role of Product Strategy in product management
Product Strategy and organisation’s role
Holistic approach to Product Strategy
Factors influencing Product Strategy

MODULE 2: Value Creation, Communication and Delivery

Value creation - How a product is connected to customer

Value communication
Value delivery
Co-creation
Traditional vs. contemporary value delivery processes
Porter’s value chain
Case Study - Indraprastha Ice & Cold Storage

MODULE 3: Strategic Approach for Competitive Advantage

in Product Strategy

What is and is not a strategy?

Porter’s generic strategy
Competitive strategy
SWOT analysis
Core competency and its characteristics
Strategic planning, implementation and controlling process
Strategic business units and its relevance for successful Product Strategy
A strategic Alliance case study - UTV & Disney
MODULE 4: Disruptive Innovation for Successful Product Strategy

What is disruptive innovation?

Disruptive innovation model or theory
Ansoff’s product market expansion grid
Market opportunity analysis for innovative products
Disruptive innovation when customer tend to maintain status quo
Disruptive innovation when organisation wants to maintain status quo
Growth strategy and strategic planning gaps
Case Study - ideaForge - A Mechanical Charger

MODULE 5: New Product Development, MVP and MDP

Process in product development

Product planning
Methods to identify customer needs
Product features and specifications
Concept generation
Concept selection
Concept testing
Product launching
Minimum Viable Product (MVP) approach
Minimum Delightful Product (MDP) approach

MODULE 6: Market Segmentation and Market Orientation

Market segmentation
Target market selection
Define buyers' personas
Creating buyer's persona
Market orientation
Competitor orientation
Case Study - Product Strategy to beat competition

MODULE 7: Go-to-Market Strategy and Sales & Distribution Strategy

Select the best route to market

Vertical and horizontal channel systems (VMS and HMS)
Role of value network and channels for successful Product Strategy
Channel members’ functions and flow of marketing channels
Management of channel conflict
Different sales strategy
Manage sales force perception
Sales force compensation
MODULE 8: Product Positioning and Branding

What is product positioning?

Point of Parity (POP) and Point of Difference (POD)
What is product branding?
How to create a strong brand positioning?
Develop a brand positioning statement through perceptual brand mapping
Customer-based brand equity
Brand mantra and slogan
Case study on Launch of Pleasure Scooter

MODULE 9: Marketing Communication and Logistics for

Successful Product Strategy

What is integrated communication in Product Strategy?

Different communication platforms
Advertising for product success
Use of puffery, self-esteem and sexual appeal in advertising product
Communication models
Case study on Marketing

MODULE 10: Pricing of Product

Define pricing of product

Pricing principles
Product pricing strategy
Behavioural pricing for product
Consumer’s price-quantity latitude
Reference pricing
Participative pricing
Price and non-price competition
Brand leader’s response to competitive price cut

MODULE 11: Project

Apply the concepts and techniques learned in the ten modules

Identify the Issue related to product strategy in the given product example
What solutions they propose?
Case Studies

Indraprastha Cold Storage Ltd UTV and Disney

Switz Food Edible Agro Products Limited

ideaForge

When you are making a decision about how best to serve

your customers, your own experience is often a better guide
than a more sophisticated analysis of the market.
- Richard Branson, Founder of Virgin Group
Learning Journey

Orientation Week
The first week is orientation week. During this week you
will be introduced to the other participants taking part in
the programme. You will learn how to use the learning
management system and other learning tools provided.

Weekly Goals
On other weeks, you have learning goals
set for the week. The goals would include
completing the assignments, which have
weekly deadlines.

Flexible & Convenient Online Learning

Learn online via recorded videos from top IIM
Kozhikode faculty and two live sessions by Prof Atanu
Adhikari in a high-impact three-month journey with a
learning commitment of 4-5 hours/week.

Debrief Sessions
The Eruditus Programme Leaders are industry experts who
are available for an hourly live online session every week or
every alternate week. They spend one half of the session
providing a learning summary. The second half is a Q&A
session to clarify programme or industry-related doubts.

Timely Follow up & Learning Support

The Eruditus Programme Support team
will follow up over emails and phone calls
with learners who are unable to submit
their assignments on time.
Certificate

Upon successful completion of the Programme, participants will be awarded a verified

digital certificate by IIM Kozhikode.

eMDP (Asynchronous)
Programme Completion Certificate

awarded to

Name
for

Product Strategy for Business Success

Coordinator Director

Note: All certificate images are for illustrative purposes only and may be subject to change at the discretion
of IIM Kozhikode.
Programme Details
Programme Start September 15, 2021

Programme Fee INR 71,750 + GST

Instalment Schedule

Remarks Amount

Booking Amount Within 7 days post selection INR 16,750 + GST

Instalment I Oct 20, 2021 INR 27,500 + GST

Instalment II Nov 20, 2021 INR 27,500 + GST

Note:
- Admissions are on a first-come, first-serve basis. There might not be subsequent rounds if seats are filled
in the initial rounds.
- The actual programme schedule will be announced closer to the programme start.

Eligibility Programme Format

Graduate or Diploma (10+2+3) Online Video Lectures and
in any discipline 2 Live Sessions with Faculty
A minimum of 1 year of work
experience is preferred

Application Requirements
Your Graduation/Degree:
You can submit a scanned copy of ANY ONE of: Degree certificate, provisional
Degree certificate, marks transcript or score transcript.

Programme Application Link

Click here to apply to the programme.
Finance options available. Click here to learn more.
For more information, please email at iimk@eruditus.com

Note: Admissions are on a first-come, first-serve basis.

About IIM Kozhikode

IIM Kozhikode ranks 15th in Asia Pacific and #101+ globally in the QS World University Global
Executive MBA Rankings 2020. Since its inception, IIM Kozhikode has successfully carved
its niche in the area of management education, through a judicious blend of academics
and real-world practice. The Institute continually adapts to the rapid influx of changes in
the Indian business landscape by providing cutting-edge Management Development
Programmes with innovative pedagogy and content to impart industry-relevant
knowledge and skills to its executive education participants. Last year, IIM Kozhikode
trained more than 3,400 executives through a wide gamut of programmes uniquely
crafted for agile minds interested in thought-provoking questions and learning centred on
business transformation and growth.

About Eruditus

Eruditus Executive Education offers customised and open programmes in India,

Singapore, Dubai and other global locations in collaboration with MIT Sloan, Columbia
Business School, INSEAD, Harvard Business School (HBS), Kellogg Executive Education,
Berkeley Executive Education, Wharton Executive Education, IIM Lucknow Executive
Education, IIM Calcutta Executive Education and Emeritus. Our world-class executive
education programmes, supported by eminent programme experts, provide an
immersive learning experience integrated with actionable insights and practical business
applications. The meticulously curated programmes are delivered in a different range of
formats; in-class, online, as well as blended programmes. Our extensive portfolio also
includes short 2-4 day in-class workshops, online courses of 2-3 months duration as well as
comprehensive learning journeys that run over 6-9 months, customised to an
organisation’s requirement.

Apply for the programme here

APPLY NOW

For registration and any other information,

please get in touch with us at iimk@eruditus.com

WhatsApp an Advisor On +91 7208889990*

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